Resources

Long-Form DRTV: Purchaser Attitudes & Behaviors

The infomercial industry has evolved over the past 30 years and this study sought to identify gaps that may exist between the perceptions derived from the past and the reality of today. In addition, there is little research available about infomercial marketing, and the study provides more insight into this niche sales and advertising channel. Cannella Response Television, Script to Screen and M2 Marketing and Management commissioned this independent study to learn more.

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Monitoring and Ranking Services

Infomercial Monitoring Service (IMS)

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Infomercial Monitoring Service provides subscribers with statistical data in an easy-to-read format that details infomercial and spot activity on national cable and satellite television. IMS records and monitors more than 49 networks, 24 hours a day, 7 days a week, which reach all 50 states.

DRTV Dictionary

Airtime

The periods of time that a network or broadcast station will make available for infomercials.

ROI (return on investment)

A measure of a corporation's profitability, equal to a fiscal year's income divided by common stock and preferred stock equity plus long-term debt. ROI measures how effectively the firm uses its capital to generate profit; the higher the ROI, the better.

Media Sourcing

Used for determining what phone calls/orders are generated by specific media buys, and is determined by matching airdate of the spot to: the time the phone calls were received, 800#, and zip code of the caller.

Full Glossary

* Source: Electronic Retailing Association

What people say about us

Over the course of my career, CRT continues to be a pillar within the advertising community. CRT remains at the forefront of forward thinking, as they always seem to have their eye on what might be next in our ever-changing, fast paced industry. CRT will always be valued partners of ours but more importantly, consider it a privilege having the opportunity to work with each of them on a daily basis.

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Tim Dowd
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Account Executive, Direct Response, Turner Entertainment & Sports
Cannella is our most trusted partner when it comes to our media campaigns. We know that they’ll execute flawlessly, even on tight timelines, and do whatever is needed to make it happen. Everyone from their account to traffic teams has their focus our success. In addition to their stellar performance, it’s this type of partnership that we’ve come to rely on over the years.

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Anjali Mirchandani
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Tristar Products
The Cannella Response Team is always there when we need them. They are always willing to break things down in ways that we will understand it and never hedge to do more analytics when we think of a new way of looking at something. They have been great to work with.

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Steve Proetz
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General Manager, CarShield
Our partnership with Cannella Response Television over the years has been invaluable. In an ever-changing media landscape, Cannella continues to set the bar for knowledge, experience, and professionalism. Bill and his team are an absolute pleasure to work with.

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Mike Stephens
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Sales Manager at CBS Television Station Group

Cannella Reponse Television